Find out which channels are actually pulling their weight.
Marketing mix modelling reads two to three years of your revenue history against the major drivers you can measure - channel spend, seasonality, pricing, promotions - and estimates what each channel contributed. Built and read by our data scientists, not pulled from a dashboard.
The numbers behind your budget are getting less reliable.
Signal loss has been eroding attribution for years. iOS changes, cookie deprecation, walled gardens - each one removes a piece of the picture. What's left tends to over-credit the channels closest to the sale.
Brand search is the usual winner. Someone sees a TV spot or a social ad, searches your name, clicks, buys. Last click hands all of that to search.
That becomes a problem when the board asks a simple question: what happens if we cut spend 20%? Attribution can't answer it. It sees clicks, not cause.
Three questions attribution can't answer. MMM can.
The model doesn't need clicks or cookies. It works from the relationship between what you spent and what you earned, week by week, with the other major drivers of revenue accounted for.
What did each channel contribute?
Contribution estimated against revenue, including the channels that rarely get a click - TV, audio, display, upper-funnel social. Demand created somewhere else stops being credited to the last click.
Where does the next pound work hardest?
Every channel gets a response curve showing where returns start to flatten. Budget moves from channels past their saturation point to ones with room left to grow.
What happens if we cut, move, or add budget?
Scenario modelling before you commit. Test the 20% cut in the model rather than in the market, and take a number to the board instead of a guess.
Every channel has a point where the next pound buys less.
A response curve shows where that point sits. Below it, there's revenue you're not collecting. Above it, you're paying for spend that no longer moves the number.
MMM puts every channel on its curve. Budget conversations stop being a matter of opinion and start being a question of where each channel sits.
Illustrative response curve
Your model is built by data scientists.
The team behind this is the same one that built ATLAS™ and ProfitMAX™ - Cambridge engineers, mathematicians and a PhD in AI. People trained to spot patterns.
That matters more in MMM than almost anywhere else. A mix model is easy to build badly. The hard part is knowing what your data can support, what it can't, and being willing to say so.
From your data to a budget you can defend.
Step 01
Data gathering
Two to three years of your spend and revenue, plus the other things that affect sales: pricing, promotions and seasonality. Most of this is already in your reporting. We help gather it.
Step 02
Model build
We build the model on part of your history, then test it on a period it wasn't built on. That shows how accurately it predicts sales it hasn't seen.
Step 03
Read-out
The team who built your model walks you through the results: what each channel contributed, the response curves and the budget scenarios. They also show you where the numbers are less certain.
Step 04
Validate in market
Where we can, we test a recommendation for real before you act on it. For example, we raise or lower a channel's budget in some regions but not others, then compare the two to see the actual effect. We update the model as new data comes in.
MMM isn't right for every brand.
It needs roughly two years of consistent history, several active channels, and enough spend for the signal to be readable. Without that, the model gives you confident-looking answers it can't actually support.
If your data can't carry a reliable model, we'll say so on the first call. You'll have lost 30 minutes.
A short call. No obligation.
A conversation about where your measurement stands, and whether MMM is worth looking at more closely.
- Where your measurement stands today
- Whether your data can support a reliable model
- The questions MMM could answer for your budget
- Whether this is actually relevant for you
Who this is for. CMOs and marketing directors spending across several channels who need budget decisions to hold up in front of a board.
What it isn't. A replacement for attribution or in-platform reporting. MMM answers the budget-level questions those tools can't. They keep doing the day-to-day.
What it costs to find out. Nothing. If the fit isn't there, we'll tell you on the call.
